This launch aligns with Apple’s plan to split its iPhone refresh cycle and reduce dependence on a single annual fall event, aiming to reignite consumer interest amid waning enthusiasm for marginal camera and efficiency improvements. Shares remained flat following the announcement, as investors await additional product reveals on March 3–4, including a new laptop and the first iPhone-grade-chip MacBook. A survey indicates strong user interest in on-device AI, suggesting potential upside if upcoming Gemini-powered features impress. Apple launched the entry-level iPhone 17e at $599, matching the iPhone 16e price but boosting storage to 256 GB, upgrading to the A19 processor, adding new in-house wireless chips and MagSafe charging. It also rolled out a faster iPad Air model to broaden its lower-priced hardware lineup.